Case Study: How Supercell Made Brand Tracking Faster With Self-Serve Insights From Zappi
By Zappi
- case study
- Dashboards
- Behavioural Tracking
- Brand Research
- Brand Tracking
- Audience/Consumer Segmentation
Supercell is one of the world’s top mobile gaming companies. The organisation needed a brand tracking partner that could provide data transparency, speed, and self-service capability. Existing approaches were insufficient to meet these requirements, leaving the team without the direct access to data and the agility needed to monitor and respond to brand performance effectively.
Supercell partnered with Zappi to implement an agile brand tracking approach. The Zappi platform was used to deliver self-service access to brand tracking data, enabling Supercell’s team to work directly with metrics including prompted brand awareness, brand consideration, brand usage, and brand appeal. The tracker measured these indicators over time, allowing the team to monitor trends across multiple waves of data collection.
The brand tracking programme delivered visibility across key brand health metrics. Dashboard data visible in the case study showed prompted brand awareness at 50.7, brand consideration at 35.7 (top 2 box), brand usage at 24.1, and brand appeal at 41.2 (top 2 box). Trend data tracked the importance of category entry points over time.
“We needed a brand tracker that was deep – we didn’t want anything shallow – but we also needed something simple, easy to connect with our everyday discussions. That’s why Zappi’s brand tracker rose above the rest.” – Leandro Delarue, Global Marketing Intelligence Lead at Supercell.
Read the full version of this case study on the Zappi website here.
